Indian retailers are fully taking part in the Cricket World Cup that started last month, held in Bangladesh, India and Sri Lanka. Planet Sports, which is reshaping sports retailing in India with its large-scale multi-brand format, has even launched an anthem, « India wants to play », in partnership with a popular Indian rock band, Indian Ocean. Planet Sports hopes to sell more than 20,000 units of support merchandise each month of the event. Planet Sports is an authorized retailer for ICC Cricket World Cup 2011 merchandise. The retailer is part of the Future Group, which has a license for World Cup merchandise and is targeting sales equivalent to $7.6 million around the event, which will last six weeks and for which the Indian squad has been tipped as a strong contender.

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